Tbex Conference USA 2019 - Structured Data for Travel & Tourism

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Structured Data is the ultimate frontier of advanced "on page" SEO: search engines rely on it to understand what a page is about. Learn what it is and how to implement it on your blog. Take-aways from the presentation:Take-aways: 1. Stop chasing long tail keywords - the future is in entities 2. “Smart” content will attract high quality/very relevant traffic to your website 3. No pain no gain! This isn’t rocket science, you don’t need to be a coder, but you must master the art of creating small semantic models for your website Interested in knowing more? Have an In-house team you would like to train? Contact me to discuss your need and find a solution to your problems today. Sante J. Achille Search Marketing Consultant & Services Email: sante@achille.name Web: https://achille.name/

Internet

The New Web of Things
• Let’s leapfrog your website into the future!

Describe that with an ALT TAG??
• Just not possible…

This is the big picture
• Now the underlying Search Principles and how they work…

Context (is King…)
Information requires contextual definitions
to minimize ambiguity and uncertainty

Florence…
Places (Florence Nova scotia, Florence Alabama, Florence Arizona, etc.) People,
Fictional characters, other “things”
My Mother
My Wife
Another person

“Guida”
Word used in a travel & tourism website: the meaning of this
word in that context was Travel Guide
“Giuda”Judas Iscariot, disciple and one of the original Twelve Apostles of Jesus Christ. According to all four canonical
gospels, Judas betrayed Jesus to the Sanhedrin in the Garden of Gethsemane
Word used in a travel & tourism website: the meaning of this
word in that context was The betrayal of Christ

Tip!
Analyze Queries from the Google Search Console and look for the “odd ones”
Analyze your pages with This Tool

Understanding
(Level of Confidence)
Ambiguity
Context
Uncertainty

Query
(User Intent)
Knowledge
(Level of Confidence)
Answers
(Best Possible!)

CAUTION – LEAVING COMFORT ZONE!
“New creates anxiety, old and dirty is reassuring”

Last Example (ambiguity)
Industrial Fishing, Fish Processing Industry

https://www.youtube.com/watch?v=ufcijo46LCU

$JSON-LD { "@context": "https://schema.org/", "@id": "#_XXX", "@type": "VideoObject", "contentUrl": "https://www.youtube.com/watch?v=Vpg5AGCCXdg", "width": "560", "height": "315", "embedUrl": "https://www.youtube.com/embed/Vpg5AGCCXdg", "name": " Arctic Char System ", "caption": " Arctic Char System ", "description": " Arctic Char System ", "thumbnailUrl": "http://img.youtube.com/vi/Vpg5AGCCXdg/0.jpg", "uploadDate": "2018-04-30", "keywords": "", "transcript": "" } EXAMPLE – VIDEO MARKUP:$

TakeAways…
• Move away from Keywords – Think “Entities”
• “Smart” content will bring high quality traffic
• No pain, No gain!

Thank You :)
Sante J. Achille
Search Marketing Services & Consulting
Email: sante@achille.name
https://achille.name/
@sjachille
Biography & CV
Contact me for more info on my next Structured Data Workshop!

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This presentation walks you through my findings on how to use schema markup to take your website “to the next level”. I have been working with schema in a number of fields and have seen consistent improvements in all of them. In this presentation I’ll share insights on how you can implement a schema the right way … There is a fundamental difference between data and information: Data are for example temperatures we collect via satellite imaging of the earth … If we look at this from a search marketing perspective, we’ll see that our websites all have at they very heart a database where each record is linked to others: queries can exract answers to complex questions and by doing so obtain INFORMATION. But once the query has been triggered and the page created it becomes just another page the search engines index – the challenge for the search engines is to understand what each page is all about… Data must be processed and interpreted: by doing so we transform it into information and derive trends: it becomes actionable! Organizations process information to reduce Uncertainty and Equivocality: The keyword is disambiguation. There are certain requirements we implicitly take for granted about the information we produce and consume in our everyday life… information is required to be available for us to consume, we also need that information to be consistent across the various platforms: of course this is true when we refer to information about places or products, events or findings, we would like this to be applicable also to news… These requirements can be further defined when information provides attributes such as properties, characteristics, features and/or location… When all these aspects have been defined the set of data with attributes then becomes an ENTITY. And Entities can be linked amongst each other to express concepts and answer questions: It is the world of linked data. Now let's look at Schema and how to use schema.org The Schema.org website offers an explanation on WHY we should use schema – here are a few key elements which help understand why schema is so important… I’d like to draw your attention to this aspect – what they are saying here is that search technology cannot compete with our capability to understand and interpret content. That’s why we need to add this additional layer of code to our pages and give the search engines more “clues” and signals about our pages and our website (=what our website is about, main focus, etc.) And this is done with itemscope and itemtype – let’s see what they are and how we can use them … With itemscope we specify (and thereby alert the search engines) that this segment of the page is related to a certain topic – but that’s not enough: we need to specify WHAT that topic is and provide AS MANY DETAILS AS POSSIBLE ABOUT IT – more on this in the next slides. For more info or a consultation, contact

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Ho pochi minuti a disposizione per affrontare il tema della velocità di trasformazione tecnologica ed i suoi impatti sulle scelte progettuali di grande attualità ed interesse per noi dell’Aquila. Vi racconto la storia degli scacchi che forse non tutti sanno … La leggenda di origine orientale attribuisce l’invenzione degli scacchi a Sissa Nassir: il re di Persia, a cui ne fece dono, entusiasta, gli chiese cosa desiderasse per ricompensa; la richiesta di Nassir fu solo apparentemente modesta. Chiese infatti un chicco di riso per la prima casella, per la seconda il doppio, per la terza il doppio della seconda, per la quarta il doppio della terza, e così via, ma il conto del numero dei chicchi di riso non è presto fatto e conduce ad un numero davvero grande, al punto che, data l’impossibilità per il sovrano di mantenere la promessa, sentendosi preso in giro, anziché premiarlo, fece mozzare la testa al povero Nassir. Questa Scacchiera rappresenta perfettamente il progresso tecnologico dell’umanità … Pare che oggi ci troviamo nell’intorno della ventesima casella – il meglio deve ancora venire Le evoluzioni tecnologiche sono il motore del cambiamento: si può essere attori protagonisti o spettatori passivi. Cito due punti che Paolo ha sottolineato nella pagina Facebook di presentazione di questo evento: “Dalla qualità del progetto nasce la possibilità di vivere bene” (Paolo Tella) “Dalla qualità del costruire derivano sia la sicurezza in casa ed in città, che il risparmio per avere maggiori disponibilità economiche” (Paolo Tella) Aggiungo Io: Intelligenza lungimirante e dinamica genera progettualità socio-economica che genera valore aggiunto e quindi ricchezza che trasforma un territorio. La logica che deve governare i processi e quindi la progettualità: Learn, Unlearn, RE-Learn! Mettersi in discussione di continuo… Essere curiosi, condividere le proprie conoscenze perché è vero che “what goes around comes around” Essere ORIGINALI ed avere IL CORAGGIO DI PROVARE, CERTI CHE SI COMMETTERANNO ERRORI: Quando ho iniziato a lavorare nell’87 nell’allora Selenia Spazio una collega delle camere pulite che mi ha spiegato come funzionava la fabbrica mi disse: chi lavora sbaglia! Il networking dell’intelligenza è il futuro e noi dobbiamo progettare tutto ciò che ci circonda seguendo una logica di rete ed interazioni continue. Il nostro nemico è lo status quo. Concludo il mio intervento con una storiella che ho sentito raccontare al nostro Sindaco Massimo Cialente in TV durante una recente intervista a proposito del festival dei due mondi di spoleto… Giancarlo Menotti (a detta del Sindaco) approcciò l’allora amministrazione con l’idea di creare un festival MA l’amministrazione si oppose chiedendo: Chi è quissu? Che vò? Chi ci sta dietro? Lasciamoci alle spalle questo atteggiamento e guardiamo avanti – Grazie.

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2. The New Web of Things • Let’s leapfrog your website into the future!

10. Describe that with an ALT TAG?? • Just not possible…

11.

12. This is the big picture • Now the underlying Search Principles and how they work…

13. Context UncertaintyAmbiguity

14. Context (is King…) Information requires contextual definitions to minimize ambiguity and uncertainty

15. Some Examples…

16.

17. Florence… Places (Florence Nova scotia, Florence Alabama, Florence Arizona, etc.) People, Fictional characters, other “things” My Mother My Wife Another person

18. “Guida” Word used in a travel & tourism website: the meaning of this word in that context was Travel Guide “Giuda”Judas Iscariot, disciple and one of the original Twelve Apostles of Jesus Christ. According to all four canonical gospels, Judas betrayed Jesus to the Sanhedrin in the Garden of Gethsemane Word used in a travel & tourism website: the meaning of this word in that context was The betrayal of Christ

19. Tip! Analyze Queries from the Google Search Console and look for the “odd ones” Analyze your pages with This Tool

20. Understanding (Level of Confidence) Ambiguity Context Uncertainty

21. Query (User Intent) Knowledge (Level of Confidence) Answers (Best Possible!)

22.

23. CAUTION – LEAVING COMFORT ZONE! “New creates anxiety, old and dirty is reassuring”

24. How it works… Benefits

25.

26. N° Queries in Google Search Console

27.

28.

29. Last Example (ambiguity) Industrial Fishing, Fish Processing Industry

30. Before… After…

31.

32.

33.

34.

35.

36.

37.

38. https://www.youtube.com/watch?v=ufcijo46LCU

39. JSON-LD { "@context": "https://schema.org/", "@id": "#_XXX", "@type": "VideoObject", "contentUrl": "https://www.youtube.com/watch?v=Vpg5AGCCXdg", "width": "560", "height": "315", "embedUrl": "https://www.youtube.com/embed/Vpg5AGCCXdg", "name": " Arctic Char System ", "caption": " Arctic Char System ", "description": " Arctic Char System ", "thumbnailUrl": "http://img.youtube.com/vi/Vpg5AGCCXdg/0.jpg", "uploadDate": "2018-04-30", "keywords": "", "transcript": "" } EXAMPLE – VIDEO MARKUP:

40. TakeAways… • Move away from Keywords – Think “Entities” • “Smart” content will bring high quality traffic • No pain, No gain!

41. Thank You :) Sante J. Achille Search Marketing Services & Consulting Email: sante@achille.name https://achille.name/ @sjachille Biography & CV Contact me for more info on my next Structured Data Workshop!

Notas do Editor

Feeling of being austere
How can all this become code?
Because it must become code – Computers are great at crunching numbers big suck big time when it comes to everything else…
About creating a network of distributed intelligence (TTRA Europe)

Tbex Conference USA 2019 - Structured Data for Travel & Tourism

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